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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124782

    Title: 顧客價值主張與商業模式之建立 ─以糕餅業者S公司為例
    Building business model based on customer value propositions: the case of Taiwan pastry manufacturer S company
    Authors: 張高瑋
    Chang, Kao-Wei
    Contributors: 巫立宇
    Wu, Lei-Yu
    Chang, Kao-Wei
    Keywords: 顧客價值主張
    customer value proposition
    strategic marketing analysis
    business model canvas
    Date: 2019
    Issue Date: 2019-08-07 16:20:11 (UTC+8)
    Abstract: 台灣糕餅產業歷史悠久,亦爲傳統文化之傳承元素,但如台灣其他傳統產業,正面臨重大的挑戰。隨著科技的進步與經濟全球化之進程,世界各國之糕點產品已紛紛湧入台灣市場,且消費者對於世界美食也有更大的包容與接受,而非執著於傳統古早味。簡言之,消費者需求多變,且市場競爭者衆多,傳統糕餅業者已愈來愈難單純以產品品質為企業競爭優勢,而應以顧客之需求為改善產品之方向,並以此建構新的商業模式,逐步形成企業新的競爭優勢。
    As a history heritage of traditional culture, the Taiwan pastry industry is facing huge challenges as well as other traditional industries. With technology progress and economic globalization, pastries from all over the world have flooded into Taiwan market, and consumers have greater tolerance and acceptance of world cuisine, rather than obsessed with the traditional taste. In short, consumers' needs are changing and there are many market competitors. Traditional pastry makers have become more and more difficult to use product quality as their competitive advantage. Instead, they should improve products based on the exploration of customers’ exact needs, and build new business models to gradually form new competence.
    In the face of such a drastic environment, how to seize the customer value proposition and build a reasonable business model to meet their needs and establish long-term customer relationships is a problem that enterprises need to face. Therefore, this study selects a traditional pastry manufacturer in Taiwan as a case study object. Through in-depth interviews with case companies and literature review, we use the 4C architecture of strategic marketing and business model canvas as tools to explore specific practices of the Taiwanese pastry manufacturer. The customer value proposition and the strategic thinking that should be possessed when establishing a long-term relationship with customers, which could provide firms with a clearer direction of resource allocation, and win the fierce price/product competition. Thus, starting from the customer value proposition, the pastry manufacturer builds up a brand-new business model to achieve sustainable development. This research finds that the consumer groups in different geographical locations are different, who possess various consumption habits and preferences. Therefore, the company plans to construct corresponding business model in each store for different customers (such as age group, local residents or foreign tourists), which is to demonstrate the value of the company's products and services, such as the values of health and wellness, and the inheritance of Taiwanese pastry culture, through optimizing product sets and marketing mechanisms, and to establish long-lasting customer relationships and form stable income.
    Reference: 一、中文部份
    4.台灣烘焙業的發展趨勢與經營建議,2019年6月3日,檢自: https://mymkc.com/article/content/22322
    5.李雄慶(2004) ,糕餅業之行銷策略研究─以舊振南餅店為例。
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932414
    Data Type: thesis
    DOI: 10.6814/NCCU201900480
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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